With this integration, Samsung TV users can look forward to more interactive material to fiddle with, including real-time onscreen prompts for recommended content accessible via tablets and smartphones. These prompts will appear on both TV programmes and commercials. Although Yahoo's service will enable advertisers to embed interactive features within their commercials, such as coupons, reviews, or product information, it also suggests that users will be seeing more ads on the platform.

"By combining watching TV with engaging content, we can change the way audiences are entertained and informed. We are thrilled that our expanded partnership with Samsung extends our platform’s footprint, enabling our content partners and advertisers to reach many more consumers. Content owners can augment their programming, and advertisers can create compelling calls-to-action that allow audiences to engage on marketing messages the moment they are delivered", said Ron Jacoby, Vice President of Connected TV at Yahoo.

In a similar fashion, TV programmers will be able to inject informative content like downloadable apps, insights, trivia, and even interactive gaming applications alongside TV shows. National Geographic Channel and Showtime Networks have already signaled an interest in the Samsung-Yahoo venture in the hope of delivering more interactive content to Samsung Smart TV owners.

The new service will be rolled out in the States to start with, and it'll be available via a firmware update for Samsung’s latest range of Smart TVs. No word as to when it'll be available for local Samsung sets, but we'll keep you posted once we find out.